In recent times, there’s been a typical false impression that Gen Z and millennials are basically the identical.
When corporations focus on reaching youthful audiences, many usually lump Gen Z and millennials into the identical group and create one marketing campaign technique that they imagine matches each teams.
Certain, many millennials and Gen Zers are thought-about “younger adults.” Each generations are extremely related to expertise and the web. It might sound efficient to run one marketing campaign aimed toward each generations, however is that this actually the precise transfer?
To analyze, I made a decision to start out by letting customers weigh in on whether or not or not the identical advertising methods will interact each age teams.
![Download Now: The State of U.S. Consumer Trends [Free Report]](https://no-cache.hubspot.com/cta/default/53/ebf9ec8e-a468-455a-943e-80aa4e6be694.png)
In a Lucid ballot, I requested 350 individuals to inform me if, “The identical advertising techniques that persuade millennials additionally work on Gen Z,” was a real or false assertion. And if you happen to suppose customers — the people who find themselves being marketed to by manufacturers — would sway a method or one other, you may be barely stunned by the outcomes beneath:
Knowledge Supply: Lucid Software program
Though 56% of these polled thought the 2 generations might be marketed to the identical approach, practically half disagreed.
As a marketer specializing in viewers progress, I sway with the 44% of people that suppose the identical techniques will not work on each teams — at the very least not ceaselessly.
However is both group of customers proper about their perceptions? On this weblog submit, I am going to share the chilly, exhausting information researchers have found about generational similarities and variations between millennials and Gen Zers, whereas often weighing the uncooked knowledge in opposition to the best way on a regular basis customers understand the 2 generations. And if you happen to’re in a pinch, soar straight to the information you want:
Millennials vs. Gen Z
In response to Pew Analysis Heart, these within the Millennial technology had been born between 1981 and 1996, whereas these in Gen Z had been born between 1997 and 2012. In 2023, millennials are between 27 and 42 years outdated, and Gen-Zers are between 11 and 26.
When you concentrate on the generational variations on the biggest attainable scale, the oldest millennials are of their early 40s, is likely to be settled down, and might be making bigger purchases like vehicles or properties. The youngest members of Gen Z are 11 years outdated, may love youngsters’s exhibits, and will not be immediately making buying selections any time quickly.
Other than the apparent age variations above, listed below are six extra elements that make these two generations basically completely different.
Components That Differentiate Millennials and Gen Z
1. They’ve completely different attitudes about expertise and cash.
Understanding the period an age group grows up in may also help you establish generational commonalities like motivations, spending or saving habits, or ache factors that all of them share.
Two issues that differentiated every technology’s childhood period included expertise and the financial system:
Know-how
The obvious distinction between the eras every technology was raised in is the presence of expertise. Millennials grew up utilizing DVD gamers, large private computer systems, cell telephones with tiny screens, and dial-up web. At the moment, we thought these applied sciences had been groundbreaking.
Now, most kids and youths inside Gen Z have entry to iPads, smartphones, infinite Wi-Fi, or streaming companies that put our prized DVD gamers to disgrace. Many members of this technology might need additionally grown up in households with early sensible dwelling expertise.
Whereas millennials watched innovation start, Gen Z was immersed in it from day one.
However though Gen Z by no means needed to know a time the place they did not have a cool gadget to resolve primary issues, the affect of expertise, the web, and social media has nonetheless taken a toll on the group.
Analysis exhibits that Gen Z — which has been known as the “socially-conscious technology — offers with way more physique picture, psychological well being, and cyberbullying points than every other age group has prior to now. Consultants have additionally known as Gen Z the loneliest technology regardless of all of their digital connectivity choices.
Financial system
Millennials and Gen Z even have completely different attitudes round cash. Whereas they each care about their funds and spend money on issues that may enhance their careers — like larger training.
Each generations are identified for enhancing on monetary habits of previous generations, nonetheless, millennials put their cash into shopping for extra services or products that may give them a optimistic expertise, whereas Gen Z is extra targeted on financial savings and sensible merchandise.
Millennials within the U.S. constructed up their very own funds shortly after the Recession, which resulted in 2009. For a few years up till 2019, regardless of monetary woes attributable to the poor financial system, rising dwelling prices, and excessive unemployment ranges, millennials remained optimistic about their future and funds. Nevertheless, some research state that millennials’ monetary optimism is dwindling on account of post-pandemic inflation, recession, and market stoop prevalent in 2023.
Gen Z was born originally of the financial downturn. Because the oldest members of Gen Z have entered maturity, analysis exhibits that their previous expertise of dwelling within the Recession are main them to make extra sensible spending selections.
When you’re advertising to those generations, you may wish to keep in mind these attitudes about cash.
For instance, in order for you millennials to purchase your product, you may wish to concentrate on constructing a model that gives a nice or entertaining buyer expertise, in addition to advertising services or products that give instantaneous gratification. When you’re advertising to Gen Z, you may need your campaigns to obviously show how or why your product shall be worthwhile or sensible to them of their every day lives.
2. Gen Z is extra more likely to make cell purchases.
By now, you may know that each of those generations are closely related to the web and social media, Whereas millennials watched the web develop, Gen Z has used it since a really younger age.
Every day, millennials spend round 7.5 hours on-line whereas Gen Z surfs for practically 10 hours.
Each millennials and Gen Z additionally go surfing primarily with cell units, however an enormous distinction between these generations is that Gen Z was virtually raised with smartphones. In response to YPULSE, 12 is the common age Gen-Z obtained their first smartphone, 5 years youthful (on common) than millennials.
Supply: YPULSE
Gen Z’s mobile-first mindset additionally impacts how they store. Members of the technology are twice as more likely to make a cell on-line buy than millennials. Nevertheless, millennials nonetheless do store lots on cell units. In reality, 71% say they do most of their on-line buying with a cell machine.
Relating to on-line content material consumption, millennials and Gen Z spend most of their time watching movies and visiting social media websites.
In response to a latest examine, millennials watch on-line movies for 1.5 hours per day whereas Gen Z averages over three hours. In the meantime, each generations are thought to spend hours every day on social media.
Whilst you might need already identified that cell optimization and video advertising are a key digital methods, these stats show that it might aid you zone in on younger grownup generations. When you actually wish to appeal to consideration from each Gen Z or millennials, you may wish to create cell movies, cell ecommerce websites, or different phone-based experiences that cater to them. You also needs to remember to market your self on platforms that’re already cell, similar to main social media apps.
3. Each spend a variety of time on social media, however the platforms they use are fairly completely different.
To know how individuals perceived every technology’s social media utilization, I requested the identical group of 350 individuals famous within the Lucid ballot above to weigh in on which group they thought spent extra time on social media. This is what they stated:
Knowledge Supply: Lucid Software program
The ballot outcomes above had been pretty break up between millennials and Gen Z. Nevertheless, 27% of members say each generations are “at all times logged on.”
So, who’s truly probably the most tuned in to social media? Let’s examine what research on these teams reveal.
The World Financial Discussion board reviews that millennials are logged on to social media for a median of two hours and 38 minutes every day whereas Gen Z logs on for greater than 4 hours every day.
Other than the time spent on social media per day, the platforms every technology makes use of are additionally barely completely different.
Whereas my technology thrived on MySpace and Tumblr and now enjoys platforms like Fb, Instagram, LinkedIn, and Twitter, Gen Z has zoned in on video-based platforms like Instagram, YouTube, Snapchat, and — extra lately — TikTok.
A latest Enterprise Insider survey that polled the oldest half of Gen Z discovered that members used Instagram, YouTube, and Snapchat most frequently.
Though TikTok appeared much less fashionable within the Enterprise Insider survey, this one-year-old platform is likely one of the fastest-growing social media apps on account of booming international Gen Z customers.
Gen Z and millennials do have just a few social platform preferences in widespread. One, for instance, is Instagram. Whereas Instagram is older and extra established than apps like TikTok or Snapchat, it is also pulled in millennials and video-loving Gen Z members.
YouTube can be a social community that each generations are prominently utilizing. Whereas YouTube was launched when most millennials had been youngsters, 96% of Gen Z customers have accounts on the video-sharing platform. The video platform can be the second-most used search engine and a platform the place many in Gen Z and millennial generations go for product analysis, as 57% of YouTube’s viewers consists solely of the 2 generations.
4. Millennials take note of adverts for an extended period of time.
Every technology’s habits align nicely with its common consideration span relating to content material consumption.
Whereas millennials will take note of content material for 12 seconds, Gen Z will solely concentrate on it for eight seconds. Moreover, Gen Z enjoys fast or short-form video content material, like that of Snapchat or Instagram Tales, whereas millennials worth long-form content material, similar to detailed movies or podcasts.
Which means that these promoting or advertising to millennials can get away with barely longer or extra in-depth content material whereas these advertising to Gen Z will wish to get their worth proposition out as rapidly and seamlessly as attainable of their campaigns.
As I’ve talked about above, most of as we speak’s social and on-line platforms have gotten extra video-driven. This mirrors the truth that video utilization is rising rapidly amongst each generations.
Whether or not you are creating long-form content material for millennials or short-form clips for Gen Z, you may wish to embrace mobile-optimized video when selling your model to both viewers.
Branded Content material
In the case of studying about manufacturers or merchandise on social media, every technology additionally has its personal distinctive preferences. For instance, Gen Z prefers to find out about merchandise by way of social media-based movies and influencer advertising, whereas millennials will reply to a wide range of promotional methods together with extra conventional on-line adverts, social media advertising, and branded podcasts.
Moreover, a latest survey exhibits that 87% of Gen Z prefers adverts or advertising content material that exhibits precise individuals discussing merchandise. In the case of millennials, solely 37% desire to see individuals discussing merchandise in adverts or advertising content material.
Other than embracing video and cell optimization, if you happen to’re advertising to Gen Z, you may additionally wish to concentrate on content material that feels extra informative and fewer like an advert. This technology has actively rejected conventional promoting techniques. For instance, 84% of Gen Z will skip video adverts as rapidly as attainable, whereas 65% have downloaded some kind of ad-blocker on their cell units or computer systems.
5. Each generations buy lower than previous generations.
A standard delusion about millennials and Gen Z is that each generations are financially illiterate. As a result of this appears to be a sizzling subject on-line and all through popular culture, I carried out yet another Lucid ballot, asking the identical group famous above to decide on which technology they thought spent more cash on merchandise.
The Lucid ballot beneath demonstrates this delusion and notion as many members stated that they believed each technology spend some huge cash:
Knowledge Supply: Lucid Software program
Moreover, 36% of survey respondents stated millennials spent probably the most on merchandise, whereas the identical proportion stated each generations spend some huge cash. Nevertheless, lower than 20% pointed to Gen Z.
In response to numerous research, each generations truly spend lower than previous generations whereas the oldest Gen Z members are targeted on accountable spending.
Most of Gen Z does not even have a lot shopping for energy but. However analysis from a number of sources, together with Vice, Insider, and Adobe say that Gen Z goals to spend cash pragmatically as in comparison with different generations. Some analysts counsel that Gen Z’s saving method is routed in budgeting classes that the technology realized from the U.S. Recession.
In the case of the Gen Z members who’re sufficiently old to make purchases, analysis exhibits that they do much less on-line buying than millennials. A latest examine from Ernst & Younger famous that 74% of millennials and solely 49% of Gen Z purchase merchandise on-line greater than as soon as a month.
However, whereas Gen Z buys much less on-line, they anticipate extra added service from a model after they make purchases. The identical E&Y examine discovered that 80% of Gen Z valued free supply. The examine additionally discovered that 74% of Gen Z values manufacturers that give out reductions or coupons over different companies.
Whereas millennials are barely much less frugal than Gen Z, the concept that the older technology is extra frivolous can be an enormous false impression. Whereas many millennials purchase their justifiable share of merchandise, in addition they earn extra yearly than most older generations, are probably the most educated age group, and are notably optimistic about their futures.
6. They’ve completely different profession motivations.
Each generations have in widespread that they’ve positioned significance on investing at school or abilities coaching.
Whereas older generations might afford each properties and training, millennials discover housing out of economic attain and have primarily targeted on paying excessive prices of tuition.
Regardless of growing instructional prices, the pattern of investing in training is not anticipated to alter for both technology. Whereas 10% of Gen Z teenagers are saving for school, millennial mother and father are placing extra into their youngsters’s faculty funds than previous generations.
every technology’s work habits may give you a sneak peek into what their funds and every day motivations is likely to be sooner or later.
Whereas each millennials and Gen Z are pushed by larger training and profession progress, they nonetheless have just a few slight variations that you just may wish to find out about, particularly if you happen to’re a marketer in tutorial or B2B fields.
At this time, many millennials are working or are enrolled in larger training. For the complete decade between 2020 and 2030, millennials will comprise the biggest share of the workforce, representing 40% of the worldwide working-age inhabitants by 2030.
However, though most of Gen Z continues to be at school, they’re additionally very career-minded.
In the case of searching for jobs, Gen Z adults are extra financially motivated than the millennial technology. In reality, 65% of Gen Z staff worth wage over different job perks as 74% 2023 US graduates surveyed stated they prioritize stability and wage from employers, outweighing elements together with a identified employer model, a fast-growing subject, or total advantages. These within the age group additionally say they’re going to spend money on talent coaching if it means they earn more money.
Gen Z additionally applies for jobs extra aggressively than previous generations. Solely 10% of the technology begins their job search after faculty whereas most Gen Z college students start scouting out job choices between freshman and sophomore 12 months.
So, what does this imply on your advertising technique? Each of those generations are exhausting staff, extremely educated, and may earn greater than previous generations.
Nevertheless, Gen Z is extra pushed to make and get monetary savings. Which means that to steer Gen Z, you may must take additional time to brainstorm campaigns that present how your product will assist them and why it’s value their cash. Odds are, they are going to be extra persuaded by the practicality of a product than the “trendiness” of it.
Find out how to Market to Every Era
Sure, each generations have a variety of issues in widespread.
And whereas there are alternatives to market to each generations without delay, it is likely to be extra useful to brainstorm inventive campaigns that zone in on one technology or the opposite. That will help you develop a method that features consideration from the suitable viewers, listed below are just a few takeaways associated to every technology:
Advertising and marketing Marketing campaign for Millennials
By now, you is likely to be most accustomed to advertising to millennials. Fortunately, they’re additionally an amazing technology to market to. They’re on probably the most outstanding social media networks as we speak and like to eat a number of completely different kinds of multimedia content material, from movies to podcasts. They’re additionally sufficiently old to make buying selections, are extra educated than earlier generations, and spend appreciable time within the analysis stage earlier than shopping for a product.
Primarily, many alternative codecs of selling content material will interact millennials as a result of they’re usually trying to be enticed by a brand new product that may assist them of their every day lives.
As a result of millennials have a barely longer consideration span than Gen Z, you may also get a bit extra inventive by testing out longer-form content material like longer advertising movies or branded podcasts.
The perfect varieties of advertising campaigns will inform millennials about how your product could make their lives simpler or the way it can clear up their day-to-day issues. Focusing your technique on social media or on-line platforms like Fb, YouTube or Instagram, the place many adults go to analysis merchandise may also be useful to your technique,
Advertising and marketing Marketing campaign for Gen Z
To efficiently persuade Gen Z to purchase your product, you may wish to make content material that rapidly cuts to the chase and explains why your product will present worth to them.
As talked about above, Gen Z loves to make use of video to find out about merchandise and spends most of their on-line time on cellphones. So remember to leverage short-form video formatting and mobile-optimized content material in your campaigns.
You may additionally wish to zone in on the area of interest social media platforms that they generally use, similar to Instagram, YouTube, TikTok on Snapchat. When you’re not on one in all these platforms, however nonetheless wish to achieve model consciousness there, think about sponsoring an influencer who is aware of the viewers and create content material that discusses your product.
Advertising and marketing Marketing campaign for Gen Z and Millennials
When you completely cannot funds pinpointed campaigns for millennials and Gen Z, however know you wish to market to younger adults, concentrate on the cusp of each generations by making a marketing campaign for 18 to 34-year-olds. This may let you zone in on younger and barely older adults that may truly make buying selections.
Whereas a marketing campaign with this age goal is likely to be barely extra favorable to millennials between 27 and 42, there’s nonetheless an opportunity you would seize consideration from older youngsters who will quickly be capable to make extra purchases if they can not already.
Regardless of the variations between these two generations, there are additionally two large similarities: each love social media and instantaneous gratification. Ensure that your marketing campaign clearly explains why your product shall be worthwhile to the age group you are pitching it too, and leverage the social media networks that the age group you are concentrating on has in widespread.
For instance, if you happen to’re targeted on selling your product to individuals within the 18 to 34 vary, you may wish to be on Instagram, YouTube, and Fb, as a result of most members of this age group are utilizing all three of them frequently.
When you can create a marketing campaign that leverages key social networks accordingly whereas highlighting why your product is so immediately gratifying and helpful, you may appeal to curiosity from each teams pretty rapidly.
Ideas for Realizing Your Viewers
As you create campaigns round a particular viewers or age group, it is necessary to do digging to study what motivates this group of individuals, what their buying habits are, the place they spend probably the most time, and what they’re searching for in a product. Listed here are just a few suggestions that may aid you on this analysis:
- Establish particular demographics: Strive to not be too particular or too broad. Decide an viewers you may study lots about rapidly that nicely aligns along with your product and begin researching that demographic.
- Find out about their work and training backgrounds: This gives you perception on what motivates them and the way a lot they’re capable of spend on a product.
- Discover out which social platforms they use: When you do that, you may analysis every platform and leverage it appropriately throughout your marketing campaign.
- Contemplate writing a purchaser persona: A purchaser persona is a fictional character that has a really related life-style to your supreme purchaser. Having a persona in thoughts may also help you rapidly take into consideration campaigns and methods that they’re going to interact most with. It is also a useful place to prepare all your detailed analysis findings into one easy place.
Wish to study extra about Gen Z or millennials particularly? Take a look at this weblog submit on advertising to Gen Z or this piece on millennial advertising.
Editor’s observe: This text was initially revealed in December 2019 and has since been up to date for comprehensiveness.
